WeChat video account restricts traffic, where will the linkage between public and private domains go?

The latest policy of WeChat Video Account has attracted widespread attention. On the one hand, it emphasizes the restriction of video account diversion to private domains, and on the other hand, it emphasizes the importance of public-private domain linkage. In the WeChat ecosystem, the interaction between the official account, mini-programs, and corporate WeChat of the video account faces new adjustments. This article will deeply analyze the latest official WeChat policy, reveal the current situation, limitations, and future development direction of the video account in the public-private domain linkage, and provide merchants and content creators with a comprehensive understanding and response strategy.

Information shows that the video account will be restricted from diverting traffic to the private domain. On the other hand, information shows that the public-private domain linkage of the video account will bring great value. So, can the video account still divert traffic to the private domain? What does the so-called linkage mean? For example, in the WeChat open class that ended not long ago, the above two pieces of information were released very strongly and contradictory.

We met with people familiar with this matter and learned in detail about the real situation and methods of public-private linkage and private-domain diversion. Let's talk about the conclusion first, and then expand on the details:

-There are no restrictions on directing public accounts, mini-programs, and corporate WeChat accounts within the WeChat ecosystem to video accounts, but there are certain restrictions on directing traffic from video accounts to public accounts, mini-programs, and corporate WeChat accounts.

-The strategy of public-private linkage is still important. The official still has some links to link video accounts with public accounts, mini programs, and corporate WeChat. The restrictions on video accounts and other sections on WeChat are adjusted dynamically.

1. Private domain is crucial to video accounts

At the WeChat Open Class PRO on January 11, 2024, the official emphasized the concept of public-private domain linkage, and stated that the official has been thinking about how to better combine the merchants' live broadcast public and private domain operations.

Private domain operations will be one of the future focuses of Video Accounts, and there will be more investment, including tools and traffic guidance.

Live broadcast room conversion: In addition to changes in content indicators and conversion indicators, private domain linkage, distribution and policy incentives will also have an impact on live broadcast room conversion.

In 2022, the sales of goods sold through live streaming on Video Accounts increased by 800% year-on-year, with private domains contributing 30% of the total.

The video account team not only clarified the help that private domain brings to video account revenue, but also summarized the business management methodology and how to quickly start an account. Two key methodologies were mentioned, both involving private domain.

First, the four growth paths of the cold start of the video account are the live broadcast room hot product flow, short video IP creation, account launch, and public and private domain linkage;

The second is to summarize the seven key actions : crowd positioning, user recall, precise delivery, live broadcast room conversion, private domain linkage, product distribution, and policy incentives.

But the change is: more and more people are talking to Jianshi about the same content - it is becoming increasingly difficult to divert video accounts to private domains, and there are more and more official restrictions.

2. Everything is for better linkage between public and private domains

Jianshi met with relevant people and raised the above questions in detail. With their help, we had a detailed discussion on how to link and operate the video account with the official account, mini program, and enterprise WeChat. Finally, we figured out the problem:

1. Between video accounts and official accounts:

From the official account: There are no restrictions on adding compliant live video booking cards, video account content, etc. to the official account articles. To some extent, the official account resources can be smoothly diverted to the video account.

Go to the official account: In the past, the video account also displayed the official account, and users could follow the official account from the video account with one click. Now the official has cancelled this shortcut function. Although the official account and the video account under the same account are still bound, the official account and the video account are separated. Users who follow the video account also need to jump again before they can follow the official account. However, the official still retains the display of following the official account during the video account live broadcast, and the existing function is still available.

At the same time, if you want to put an external link of a public account on the content of the video account, you need to have an article with more than 10,000 views within 7 days under the same subject before you can put a link on the short video content of the video account.

2. Traffic diversion between video accounts and mini programs:

Video Account has a Video Account store, and is also actively promoting the establishment of a membership system for Video Account.

At present, after upgrading the transaction components of some big brands’ mini-programs, they can still open up the link to the video account live broadcast room.

3. Traffic diversion between video accounts and corporate WeChat:

From the perspective of corporate WeChat: It is still compliant to have live broadcast appointments in corporate WeChat groups, and some users can be awakened to watch the live broadcast on the video account, which does not have any impact.

Go to WeChat Work: In the past, the video account had a function that allowed users to display WeChat Work QR codes in the live broadcast room with one click. Now the official has cancelled this function and gradually strictly restricted the use of WeChat Work QR codes and other traffic diversion actions in the live broadcast room. However, other traffic diversion methods remain unchanged.

In addition, some brands choose to directly display the corporate WeChat QR code in the live broadcast room, and guide the audience to take a screenshot and scan the code to add the corporate WeChat. Relevant people responded that this is not recommended, and this behavior will cause the live broadcast room to be subject to flow control.

Relevant people said that the above decisions are mainly due to the fact that the public domain platform of Video Account has larger recommended traffic than small programs and official accounts, which requires more attention to user security. Some traffic diversion methods and direction requirements are more stringent and need more control.

At the same time, some unscrupulous merchants use the powerful exposure ability of video accounts to quickly guide users to private domains, especially corporate WeChat groups and other parts that are not convenient for the platform to supervise, and may then guide these users to other platforms for irregular transactions. This kind of behavior has brought many regulatory difficulties to the platform. The user experience is poor, and the platform has also received a large number of complaints.

Moreover, in reality, when users complain, they usually only mention watching live broadcasts on video accounts and adding WeChat, which makes it difficult to trace the problem. In order to solve this problem and protect the rights of users, while also ensuring the operating rights of legitimate businesses, the official decided to temporarily cut off these diversion links.

But this does not mean that the connection between Video Account and these three major sections is completely disconnected.

Relevant people also emphasized that the restrictions on WeChat's video accounts and other sections are dynamically adjusted . In order to better balance the rights and interests of users and merchants and ensure the healthy, fair and sustainable development of the platform environment, relevant functions and services will be continuously optimized and improved in the future to better meet the needs of users and merchants. At the same time, merchants are encouraged to conduct in-depth operations targeting users. More stable and secure merchants will gain more favorable conditions in the WeChat ecosystem.

Author: Jianshi WeChat public account: Jianshi